BRANDMANAGEMENT

ASAAD IMTIAZ ROLL # 8524 3RD YEAR

FASHION MARKETING & MERCHANDISING

History:
On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola syrup to Jacobs Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. From humble beginnings 125 years ago, our Company has evolved from one product -- CocaCola -- to more than 500 brands in 2011. Weve grown from selling a modest 9 drinks a day in 1886 to 1.7 billion a day. And weve expanded from one city in one country to availability in more than 200 countries around the world.

Brand hierarchy:

THE COCA COLA COMPANY

Energy drinks

juices

water

soft drinks

sports drinks

tea & coffee

others

The brands of the company available in Pakistan are,

Coca cola Company

Beverages

water

Coca cola

Diet coke

Sprite

Sprite 3G

Sprite zero

Fanta

Kinley

History:
The recipe for Pepsi, the soft drink, was first developed in the 1890s by a New Bern, North Carolina pharmacist and industrialist, Caleb Bradham, who named it "Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919. Ownership of this company traded hands several times throughout the 1920s and 1930s, and in the early 1960s its product line expanded with the creation of Diet Pepsi and Mountain Dew. In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, Inc., the company it is known as at present.

Brand hierarchy:
Pepsi co

Snack food brands

beverage brands

water Aquafina

Lays

Kurkures

Cheetos

Pepsi

Miranda

7UP

Mountain Dew

Pepsi Cola

Diet Pepsi

This hierarchy is applicable for Asia, Middle-East and Africa. For the rest of the world their hierarchy is very large.

Differentiation between Coke & Pepsi:

Both companies are famous for their beverages and mostly products of both the companies are same. But consumer has different perception about both the brands. The first way to distinguish between a can of coke and Pepsi is the brand color. Cokes come in red cans, while Pepsi comes in blue cans. Though the drink has the same color, the branding is always in the specified red and blue colors. The tastes of both the drinks are distinct and it is easy to make out the difference. Pepsi is a little sweeter in taste than the coke. This is due to the addition of the artificial sweeteners to it. You will be able to make it right when you take a sip of the drink. The additions of the sweeteners leave a mild chemical taste after you drink it. Compared to Pepsi, coke does not have that chemical after taste owing to the less artificial sweeteners added. When you drink coke you feel more of that cola flavor in it, while with Pepsi, you get a fruity or fluid sort of taste. The carbonation levels of both the drinks also are different. It is higher in coke. So when you take the first sip of the coke, you get that fizzy effect. This frizz is less in Pepsi. The fizzy nature

can be identified by the bubbles formed when you first open the bottle or just simply shake. It is more in the coke. And you do get that bubbly taste down your throat with a Pepsi. Coke is smoother. The bubbles disappear quickly as the fizz escapes from the coke. When it comes to the branding part, the logo of coke has not varied much since its inception. May be a minor change in the font is all what changed. This has helped it to stay on in the minds of people. But Pepsi, on the other hand, has come up with various logos and slogans. This kept on changing almost yearly. Though the company and market analysts claim that this is in tune with the changing trends in the society, many do not accept this. Each time they see a new logo, they are afraid to try it thinking that the whole drink has changed.

So both the brands are different in the eyes of consumer. And they are maintaining some difference in their every product.

BIBLIOGRAPHY:

http://www.pepsico.com/ http://www.coca-cola.com/en/index.html http://www.google.com.pk/